How not to Plan: 66 ways to screw it up

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How not to Plan: 66 ways to screw it up

How not to Plan: 66 ways to screw it up

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The trouble is that focus groups are increasingly interpreted by clients at ‘System 2’ level: the realm of the verbal, logical and post-rationalized. Celkovo ale mozem s cistym svedomim dat 5 hviezdiciek a som si isty, ze kazdy sa po precitani stane aspon o kusok lepsim marketerom. What we get instead is a lot of plugging of their own work, and why it’s better than anything else out there. We didn't have a sat-nav, but decided not to hire one either (the hire was nearly 3 times more than the car-hire).

While the power of brand purpose might be attractive and seem convincing, too many brands are making the mistake of orienting themselves around a lofty purpose that goes far beyond what they can achieve and what people actually want from them. To create these shared cultural meanings, we need people outside our target to overhear our communication. Sure, it advocates for (and backs up) an evidence-based approach, and it effectively shows how traditional media are still superior ROI drivers. If you have wider and deeper knowledge of marketing, you’ll still find some useful stuff in here, particularly the articles. Most minor innovation tends to produce gains that are much smaller than the cost of developing the product.A book leaves our collection of over seven million titles and begins a new chapter every two seconds, enabling more goods to be reused. And that’s the point: if we continue having these conversations, we get to the more interesting nuances of how strategy and planning actually add value and deliver results for clients. Ben aims to provide a source of inspiration, comfort, and practical advice to help people, himself included, live to their best.

Yet seemingly insignificant things – music, casting, location or a telling detail in the performance – can have huge power. You Can Never Be Too Efficient: “ROI can be a useful measure—for comparing different ways of spending budget, for example. Social media platforms work far more like traditional media channels than we seem willing to admit as an industry.There is No Value in Failure: “Allocate most of your budget to stuff that’s worked well in the past. A brilliant reminder that real people are illogical and contradictory, and certainly don’t care much about ads. People don't want 'relationships' with most brands, no matter what your social media agency might say.

Marketing needs to work hard over both time horizons because both brand and activation work in synergy, each enhancing the other. Expect high response rates from DM and other forms of performance marketing when consumers are more actively involved in the decision. there’s plenty of examples of the things they trash, done well for anyone who’s worked in marketing). We used the Lonely Planet guide to Sicily as our main reference, but also found the internet to be very useful, thanks to the countless other people who also seem to have been inspired by their visits.

Dalsia vec je prilis casta nekonkretnost v odporucaniach a velakrat aj absencia podpory ich trvdeni konkretnymi datami.



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